AppLovin Creative Sets: Complete Migration Guide for Mobile App Marketers

Executive Summary

AppLovin has deprecated individual ad tracking (ad and ad_id) in favor of a creative sets system that groups up to 10 assets together for algorithmic optimization. This change shifts reporting from granular creative-level data to aggregated set-level metrics, similar to Meta's Advantage+ Creative approach. The new system uses three core attributes: ad creative type, creative set name, and placement type. Industry professionals report that marketers lose individual creative performance visibility but gain automated creative assembly that intelligently combines assets without manual stitching. Campaign optimization strategies must now focus on concept-level testing rather than individual asset micro-optimizations.

Also read how Meta's Advanced Mobile Measurement Terms have changed.

What Are AppLovin Creative Sets?

AppLovin has transitioned from individual ad tracking using ad and ad_id parameters to a creative sets system that fundamentally changes campaign structure and optimization. The creative sets system groups multiple advertising assets together under a unified identifier, with algorithms automatically selecting which creative combination to display.

How Many Assets Can You Include?

Creative sets can contain up to 10 individual assets including videos, playables, HTML creatives, and end cards. Industry experts report that the system automatically assembles creative combinations, similar to Meta's Advantage+ Creative functionality, ensuring optimal combinations serve without manual creative stitching.

The migration includes a transition period where both legacy ad-based reporting and creative sets operate simultaneously. However, AppLovin strongly encourages immediate migration for compatibility with future platform updates.

AppLovin creative sets replace individual ad tracking with grouped assets managed by algorithmic optimization.

New Three-Attribute Attribution System

AppLovin introduces a new identification system based on three attributes that replace ad and ad_id:

Ad Creative Type Classifications

The ad_creative_type attribute categorizes advertisements into eight formats:

• GRAPHIC: Static image-based advertisements
• PLAY: Interactive playable advertisement formats
• VIDEO: Standard video content advertisements
• VIDEO_DPA: Video advertisements with dynamic product advertising
• VIDEO_GRAPHIC: Hybrid format combining video and static elements
• VIDEO_GRAPHIC_DPA: Combined video-graphic with dynamic products
• VIDEO_PLAY: Video content with interactive playable elements
• VIDEO_PLAY_DPA: Comprehensive format combining video, playable, and dynamic products

Placement Types

The placement_type attribute defines advertisement positions:

• APPOPEN: App launch interstitials
• BANNER: Traditional banner positions
• CTV: Connected TV placements
• INTER: Standard interstitial formats
• LEADER: Premium leaderboard positions
• MREC: Medium rectangle units
• NATIVE: Native advertising integrations
• REWARDED_INTER: Rewarded interstitial formats

Creative Set Naming

The creative_set attribute serves as the primary identifier for grouped assets, replacing individual ad identification.

Three new attributes replace individual ad IDs: creative type, set name, and placement type.

What Changed in Performance Reporting?

Official Platform Updates

AppLovin's campaign reporting interface includes a dedicated media tab displaying creative set performance metrics. The official documentation states this update "maintains reporting granularity and enables enhanced flexibility for optimizing ad performance."

The Campaigns report now includes Ad Creative Type and Placement Type columns.

What Industry Professionals Are Experiencing

However, experienced marketers report that individual creative performance data is no longer visible in standard reporting interfaces. Performance metrics now consolidate at the creative set level, providing aggregated impressions, clicks, conversions, and spend data for entire asset groups.

Veterans note that algorithms handle creative selection with limited transparency regarding which specific combinations drive performance. The algorithmic selection process creates a "black box" scenario where marketers can't see individual asset attribution.

Impression Share as Performance Indicator

Industry professionals report that impression share distribution within creative sets can indicate algorithmic preferences. Assets receiving higher impression shares likely demonstrate stronger performance signals to the optimization system.

Set-level aggregated metrics replace individual creative performance data in reporting interfaces.

How to Optimize Creative Sets

Strategic Asset Organization

Industry experts recommend organizing creative sets around concept-level themes rather than minor variations. Each pack should focus on concept sets, not isolated assets, enabling meaningful algorithmic optimization.

Experienced marketers suggest grouping assets by:

• Creative concept or messaging approach
• Visual style consistency
• Target audience alignment
• Creative format types

Spend Filtering for Performance Analysis

AppLovin enables filtering by spend amount to identify which creative sets achieve optimal scaling performance. This helps marketers understand which concept packs the algorithm favors for budget allocation.

New Testing Framework

Veteran practitioners report that optimization must shift from micro-variations to concept-level experimentation. Instead of testing "which video wins," marketers should think "which concept pack delivers when the algorithm assembles it."

The shift is clear: Creative sets → Algorithm-driven combinations → Smarter scaling.

Optimization requires concept-level testing and algorithmic collaboration rather than individual asset management.

Technical Implementation Changes

API Updates

The Reporting API supports the new attribute-based system with updated column specifications including ad_creative_type, creative_set, and placement_type parameters.

Important limitation: The ad_creative_type parameter is only available when report_type is set to advertiser.

New Tracking URL Macros

AppLovin introduces new tracking URL macros:

• {AD_CREATIVE_TYPE}
• {PLACEMENT_TYPE}
• {CREATIVE_SET} (alongside existing macro)

These enable tracking partners to monitor performance using the new attribute specifications.

Data Accuracy During Transition

The official documentation notes: "When you obtain a breakdown of sales and other postinstall events, ad_creative_type and placement_type may not be fully accurate if the ad that drove the install served prior to the attribute system update."

AppLovin recommends using recent data for testing to ensure the most accurate and complete data representation.

Updated APIs, tracking parameters, and data pipelines accommodate the new three-attribute system.

Enhanced Creative Review Process

Stricter Quality Standards

Industry professionals report significant changes in AppLovin's ad review process alongside the creative sets migration. The platform has implemented stricter content standards with enhanced transparency in the approval workflow.

Real-Time Status Tracking

Experienced marketers note that AppLovin now provides real-time creative status tracking with "Approved/Disabled" indicators for each asset. This transparency allows immediate identification of content issues before campaign delivery.

Policy Enforcement Changes

The platform has intensified quality control measures, actively rejecting assets that mislead users or employ unethical creative approaches. Industry experts observe this represents a shift from performance-focused optimization to brand safety and user experience protection.

Key policy updates include:

• Enhanced detection of misleading ads, violent content, and sexism
• Stricter review process beyond compliance checkboxes
• Creative accountability focused on brand representation
• Zero tolerance for shock-value creative approaches

Enhanced creative review standards emphasize brand safety and user experience over performance-first approaches.

Budget Allocation and Scaling Changes

Algorithmic Spend Distribution

Creative sets receive automated budget allocation based on algorithmic performance assessment rather than manual spend management. Industry professionals report this distribution may differ significantly from previous individual creative spending patterns.

Scaling Strategy Adaptation

Veteran practitioners note that scaling successful approaches requires identifying high-performing sets and either expanding budget allocation or duplicating successful creative concepts in new sets. This differs from previous methods of scaling individual high-performing assets.

AppLovin mentions no algorithm change was made to the core optimization system, so existing campaigns should not be negatively impacted during the transition.

Algorithmic budget distribution replaces manual spend allocation with set-level scaling decisions.

Industry Context and Implications

Platform Automation Trend

AppLovin's creative sets approach mirrors Meta's Advantage+ Creative system, where algorithms automatically assemble the best performing combinations from uploaded asset collections. This reflects broader industry movement toward automated creative optimization.

Strategic Adaptation Requirements

For years, user acquisition managers tried to "game" delivery by manually mixing creatives. Now AppLovin has built this capability into the product, combining assets intelligently, reducing wasted impressions, and aligning billing with results.

Industry professionals indicate that successful teams will need to:

• Focus on creative concept development rather than asset-level optimization
• Develop algorithmic collaboration strategies
• Prioritize authentic brand representation over misleading content
• Adapt measurement frameworks for set-level analysis

AppLovin joins industry automation trends following Meta's algorithmic creative optimization approach.

Key Takeaways for Mobile App Marketers

Essential Changes

• Creative sets contain up to 10 assets with algorithmic optimization
• Individual creative performance data no longer available
• Three new attributes replace ad/ad_id tracking
• Similar to Meta's Advantage+ Creative approach
• Enhanced creative review and quality standards

Immediate Action Items

• Organize existing creatives into concept-based sets
• Update tracking implementations with new URL macros
• Adapt reporting frameworks for set-level metrics
• Focus on concept-level creative development
• Ensure creative compliance with enhanced review standards

Frequently Asked Questions

What happened to individual creative performance data in AppLovin?

AppLovin deprecated individual ad tracking in favor of creative sets that group up to 10 assets together. Performance data is now aggregated at the set level, with algorithms automatically selecting which creative combination to serve.

How many assets can I include in a single creative set?

Each creative set can contain up to 10 individual assets including videos, playables, HTML creatives, and end cards. The system automatically assembles combinations from these assets.

Can I still see which specific creative is performing best?

No, individual creative performance data is no longer available through standard reporting. However, you can analyze impression share distribution within sets to understand algorithmic preferences.

How do I optimize campaigns without individual creative data?

Focus on set-level optimization by organizing sets around creative concepts, analyzing impression share patterns, using spend filtering to identify top-performing sets, and testing distinct approaches across separate sets.

What are the three new attributes that replace ad and ad_id?

The new system uses: (1) ad_creative_type (GRAPHIC, VIDEO, PLAY, etc.), (2) creative_set (your set name), and (3) placement_type (INTER, BANNER, REWARDED_INTER, etc.).

How should I organize my creative sets for optimal performance?

Group thematically similar assets together while maintaining sufficient variety for algorithmic optimization. Focus on concept sets rather than minor variations, organizing by messaging approach, visual style, or creative format type.

What tracking options are available with the new system?

Use the new tracking URL macros {AD_CREATIVE_TYPE}, {PLACEMENT_TYPE}, and {CREATIVE_SET} alongside existing tracking parameters. The Reporting API also supports the new attribute-based system.

How has AppLovin's creative review process changed?

AppLovin has implemented stricter content standards with real-time status tracking and enhanced quality control measures that prioritize brand safety and authentic user experiences over shock-value creative approaches.